Macy’s summertime fundraising campaign for Reading is Fundamental (RIF) brought in $4.9 million this year. More than 1 million Macy’s customers donated $3 each to the Be Book Smart campaign, and 100 percent of the donations were forwarded on to the 45-year-old reading literacy organization. This year marks the third year in a row that Macy’s has had more than 1 million customers donate to the campaign.
"Giving back to local communities is a cornerstone of our business," said Martine Reardon, executive vice president of marketing for Macy's. "Reading Is Fundamental has a long history of inspiring children to read and achieve by providing books to own at home. Macy's passionately supports children's literacy, and we thank our customers for adding their generous contribution to the RIF organization." (Source: RIF)
This year’s donation couldn’t come at a more important time. The nation’s financial crisis and slow economic recovery have led the federal government to eliminate funding for Reading is Fundamental. Unfortunately, this federal funding was responsible for more than 80 percent of RIF’s annual operational budget.
Founded in 1966, RIF plays an integral role in promoting literacy in communities across the nation, particularly among children from birth to 8 years old who live in underserved communities. Last year, the organization donated 15 million new books and other literary resources to 4 million children. The recent budget cuts are putting these services in danger.